Job training, Gen Y-style

MARCIA HEROUX POUNDS COMMENTARY

DHL designs program to fit college recruits

These college grads are hungry, and it's not for pizza. They're looking for intensive job training, the opportunity to make money and the option to work where they want.

College graduates hired by DHL, which runs its Americas operations from Plantation, recently completed an 11-week training program for sales associates. Designed by the global delivery company, the program is geared to Generation Y workers by incorporating role-playing and interactive tools.

The program was a finalist in the 2007 American Business Awards, known as the "Stevie Awards," which recognize business achievements.

I had an opportunity to chat with several DHL sales associates, as they completed training this week in South Florida and gained insight into what young workers desire in a job.

For Ayo Akinlade, a 23-year-old graduate of the University of Houston, working in Houston was important. "I went to school, I have family in Houston. In adjusting to a new job, I have a support structure," he says.

The same was the case with Joshua Tucker, 22, a North Carolina native who was looking to work in Raleigh and be with the fiancee he plans to marry Nov. 3. He hopes for a long career with DHL.

Adam Smith, 23, an Arizona State University graduate, was impressed by how much DHL "was willing to invest in us." That's the sign of a good employer, Smith and other recruits said.

For Sarah Connor, 22, DHL was an opportunity to move from her small hometown in Indiana to Fort Lauderdale. She has dreams of working abroad. DHL, which ranks third in express delivery in the United States behind Federal Express and UPS, is better known in other parts of the world.

DHL spends between $11,000 to $13,000 on travel and other expenses for the program, not including laptops, BlackBerrys and other supplies, says Paul Reed, director of sales training.

DHL says the investment has been well worth it. Company managers now ask for the college recruits to be assigned to their offices.

The program teaches DHL's sales process, but mostly, it is about instilling confidence.

"When you take your first job, you're scared stiff," Reed says. The program also includes business acumen such as making a conference call, dressing professionally and avoiding poor speech habits such as saying "like," "you guys," and other colloquialisms.

During the 11 weeks, the recruits travel to DHL's primary locations: Phoenix, to learn about customer service; DHL's hub in Wilmington, Ohio; and its Plantation operations to meet CEO Hans Hickler and other senior executives.

"I didn't realize the first day I got here I was going to be meeting the CEO," says Julie Fry, 23, who says the program exceeded her expectations.

The recruits competed against each other in teams in simulated sales pitches.

DHL is tapping into a trait shared by many in the Gen Y generation. They enjoy working on project teams, not only for social reasons.

"They like to work in teams because they feel like they all have different experiences and expertise they bring to the table," says Bob Preziosi, a management professor at Nova Southeastern University in Davie.

In simulated sales, the new associates learn to "expect the unexpected," says Drew Pickens, the manager who oversees college recruit training. "You can't plan what customers are going to say."

In a final training exercise last week, NSU marketing professor Jim Barry was the "customer" who tried to poke holes in the young DHL associates' final sales presentation. He was impressed with how the team was able to answer concerns about switching his business to DHL.

The college recruits were "highly creative" in their approach, Barry says. "They're not afraid to think out of the box."

Marcia Heroux Pounds can be reached at mpounds@sun-sentinel.com or 561-243-6650.

INFORMATIONAL BOX:

THE PROGRAM

What: 11 weeks of training for college graduates hired for sales positions at DHL. Interactive program emphasizes role-playing and computerized business models.